2 min read

Scaling Interviews With Content

The secret sauce of recruitment marketing content is ungating the information your candidates traditionally receive in interviews, and instead, giving it to them in content before they apply.

45-second read (+0:29 video)

Talent marketers — Here’s the framework for creating top of the funnel content that actually works:

  1. Select a senior function leader and a few members of their team. Conduct 1-1 interviews with each.

2. Ask them pointed questions to help candidates step into your company and team’s culture and mindset.

Things like:

[Steal these. Copy + paste them into an interview script and contextualize per persona.]

  • What keeps you up at night? (for leaders)
  • What do you make, who is it for, and why do they care?
  • How does your company make money?
  • Does the company represent a thesis about how the world is changing? (for leaders)
  • What’s your most important non-financial metric, and how have you performed in the last year?
  • What’s the hardest problem you recently solved successfully?
  • Why do team members stay at the company?
  • Tell me about a team member who is thriving, and why.

*You can find the expanded list of questions in the comments.

3. Record these interviews over video.

4. Create clips. (Use a tool like Descript).

5. Add titles and captions.

6. Distribute in your outbound sequences and across social.

7. Repeat.

(Lots of examples below)

It can be this easy. The hardest part is coming up with thoughtful, thought-provoking questions that candidates care about.

I’ve done the heavy lifting for you. Now go and execute at scale.

Like or comment on LinkedIn here


Below is an expanded list of questions. Feel free to use these as you like. Just be sure to tweak them for each candidate persona.

And for even more questions, and to see them in action, you’ll find many examples of teams telling their stories here.

  • What keeps you up at night? (for leaders)
  • How does your company make money?
  • What do you make, who is it for, and why do they care?
  • Does the company represent a thesis about how the world is changing?
  • What’s your most important non-financial metric, and how have you performed in the last year?
  • What’s the hardest problem you recently solved successfully?
  • Why do team members stay at the company?
  • Tell me about a team member who is thriving, and why
  • For the team to be more effective, what needs to improve?
  • What challenges are you most looking forward to in the next 12 months?
  • What moment are you in as a team?
  • What’s the most internally controversial decision you’ve made about your stack? (for eng)
  • In 3 years, how does the market you’re addressing look different?
  • Why do your customers love you?
  • What's your go-to-market strategy?
  • How much do candidates need to know about your industry?
  • What do top performers have in common?